Our Gallery of Offenders is for educational purposes, and to give our web site visitors the chance to contact media-makers directly to tell them what they think. The items are mostly chosen from the U.S. mainstream media available in the last year, using an independent process. We are never making fun of models/actors themselves, but the environment they exist within. Please submit your picks on our Contact page.

Svedka’s Robotic Woman of the Future

Questions to Consider:

What product is this ad selling?

Who is the target audience for this ad?

How did the advertisers give the robot female characteristics? That is, how do you know she’s a female robot?

What We Think:

Having a robot depict the women of the future whilst making a seductive face and strutting around is apparently the only way Svedka sees fit to sell their vodka. This ad gives the joking impression that in the future, women may be robots… and maybe robots controlled and programmed by men to do whatever they want. It gives us a creepy “Stepford Wives” feeling. — Nickole Mariona & Jennifer Berger

Where we saw it: E! Network during Chelsea Lately, September and October 2012

9 Responses to Svedka’s Robotic Woman of the Future

Denise on 11-30-2012

Katie on 02-13-2013

The thing that bothers me most is that because the overall American commercial likes to flaunt "man's best inventions," it basically seems to imply here that soon, men can simply create women. What is scary about this ad is that it suggest that future robo-ladies can conform to sexist norms because they will not have free will or be aware of subjugation as they are not human. This trivializes feminist movements and the feminist consciousness that we still work so hard to bring to everyday life. Because the robots can have everything that chauvinists crave in women and none of the negative stereotypes real women get applied to them, they will be perfect and men will reap benefits and take credit for n ingenious and perfect creation. Finally - the ideal woman by cheap, shallow standards. They will be amoral because they are robots and it won't be seen as an issue.
That's a lot for a car commercial but it gets me thinking about the kind if future we are headed for. I'm sure most of us would like to envision that as a more conscious one but there are always those who look at these progressive changes with disdain.

Zion Lee on 04-24-2013

To whom it may concern,

Hello, my name is Zion Lee. I am currently attending Balboa High School as a junior. I have been assigned to identify an instance where stereotypes have occurred. Through my research I have come across a very disturbing article titled, "Svedka’s Robotic Woman of the Future", this article talks about an ad/commercial about selling Vodka. This caught my attention because of a portion of the title "Robotic Woman".
After watching this commercial it made me think about how women are perceived in today's society. According Svedka's company, women in the future have become "Robots" this goes to show how women are looked upon; merely objects of sex and pleasure. I say this because of the alluring gestures the robots make during the video and also the seductive facial expressions in the video.
Also I would like to point out that this ad not only affects women but also men. The reason for this being is because some if not most men do not see women as merely objects but as human beings with emotions and feeling, not emotionless robots or a piece of metal. This ad brings the stereotype on how Men and Society perceive women now, and also in the future.
A suggestion for this brand of vodka I would like to make is to think about what your are really doing and how many people you effect from a short ad.
Thank you for taking your time and reading my opinion on "Svedka's Robotic Woman of the Future."

Jina on 05-08-2013

This is terrible, and completely demoralising to women. I hate the double standards that this world has. Had men been sexualised this way as robots, there would be a complete outrage! Women should not accept such derogatory sexploitation.